This 15-Second Ad from Geico Features a Shrinking Supermarket Aisle
Laura McQuarrie — February 11, 2017 — Marketing
References: digitalbuzzblog
In order to discourage YouTube viewers from skipping its pre-roll ad spots that roll before a video, Geico created a 15-second ad that is literally "crushed" into a smaller format.
In 'Grocery,' which is set in the frozen food aisle of a store, a voiceover announces that "The following ad is being condensed for your viewing convenience." Following this, the walls in the ad begin to close in upon one another as the benefits of switching to Geico for car insurance are quickly explained. Alongside 'Grocery,' other ads in the Crushed commercial series from Geico include ones set in a massage parlor, a pottery studio, a racquetball court and more.
Previously, Geico also released a series of "fast-forwarded" pre-roll ads that helped consumers skip right to an ad's punchline.
In 'Grocery,' which is set in the frozen food aisle of a store, a voiceover announces that "The following ad is being condensed for your viewing convenience." Following this, the walls in the ad begin to close in upon one another as the benefits of switching to Geico for car insurance are quickly explained. Alongside 'Grocery,' other ads in the Crushed commercial series from Geico include ones set in a massage parlor, a pottery studio, a racquetball court and more.
Previously, Geico also released a series of "fast-forwarded" pre-roll ads that helped consumers skip right to an ad's punchline.
Trend Themes
1. Condensed Pre-roll Ads - Creating shorter, condensed pre-roll ads to discourage viewers from skipping.
2. Innovative Ad Formats - Exploring new and creative ways to deliver advertisements, such as the shrinking supermarket aisle concept.
3. Interactive Pre-roll Ads - Developing interactive elements in pre-roll ads to engage viewers and increase ad effectiveness.
Industry Implications
1. Advertising - Opportunity for advertisers to disrupt the traditional pre-roll ad format and grab viewers' attention with innovative techniques.
2. Insurance - Utilizing condensed pre-roll ads to effectively communicate the benefits and value proposition of insurance products.
3. Retail - Implementing interactive elements in pre-roll ads to drive engagement and promote retail products or services.
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